To survive and grow, new ventures must establish initial legitimacy, and subsequently diffuse this legitimacy through a given population. While the notion of initial legitimacy has received substantial attention in the recent literature, diffusion has not. This work endeavors to outline the legitimacy diffusion process via drawing parallels with the field of epidemiology.
BLOODGOOD, J.M., HORNSBY, J.S., RUTHERFORD, M. and MCFARLAND, R. (2017). The Role of Network Density and Betweenness Centrality in Diffusing New Venture Legitimacy: An Epidemiological Approach. International Entrepreneurship and Management Journal, 13(2), pp. 525-552.